Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience quality
Purpose: This study explores how the dimensions of creativity—specifically person, process, product, and press—affect tourists’ behavioural intentions. Additionally, this study examines how experience quality mediates these relationships. Methodology/Design/Approach: This study used a survey inst...
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of tourism and hospitality management
2025-03-01
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| Series: | Tourism and Hospitality Management |
| Subjects: | |
| Online Access: | https://thm.fthm.hr/images/issues/vol31no1/5_Yahaya_Ariffin |
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| author | Mohd Fahmi YAHAYA Ahmad Azmi M. Ariffin |
| author_facet | Mohd Fahmi YAHAYA Ahmad Azmi M. Ariffin |
| author_sort | Mohd Fahmi YAHAYA |
| collection | DOAJ |
| description | Purpose: This study explores how the dimensions of creativity—specifically person, process,
product, and press—affect tourists’ behavioural intentions. Additionally, this study examines
how experience quality mediates these relationships.
Methodology/Design/Approach: This study used a survey instrument to gather data from 500
creative tourists in Malaysia. To test the structural model, Partial Least Squares Structural
Equation Modelling (PLS-SEM) was employed.
Findings: The result highlights the influence of the four Ps of creativity on the behavioural
intentions of tourists within the creative tourism sector. The study also investigates how
experience quality affects these relationships
Originality of the research: The novelty of this study lies in the integration of the four Ps of
creativity and experience quality into a single model for predicting the future behaviour of
creative tourists. |
| format | Article |
| id | doaj-art-e14ae579f7ca46f6a04466ac019aba12 |
| institution | OA Journals |
| issn | 1847-3377 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Faculty of tourism and hospitality management |
| record_format | Article |
| series | Tourism and Hospitality Management |
| spelling | doaj-art-e14ae579f7ca46f6a04466ac019aba122025-08-20T02:05:24ZengFaculty of tourism and hospitality managementTourism and Hospitality Management1847-33772025-03-01311618010.20867/thm.31.1.5Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience qualityMohd Fahmi YAHAYA0https://orcid.org/0009-0000-8766-8684Ahmad Azmi M. Ariffin 1https://orcid.org/0000-0002-6204-8304Senior Lecturer, Universiti Malaysia Sarawak Faculty of Applied and Creative ArtsProfessor Universiti Kebangsaan Malaysia Graduate School of BusinessPurpose: This study explores how the dimensions of creativity—specifically person, process, product, and press—affect tourists’ behavioural intentions. Additionally, this study examines how experience quality mediates these relationships. Methodology/Design/Approach: This study used a survey instrument to gather data from 500 creative tourists in Malaysia. To test the structural model, Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed. Findings: The result highlights the influence of the four Ps of creativity on the behavioural intentions of tourists within the creative tourism sector. The study also investigates how experience quality affects these relationships Originality of the research: The novelty of this study lies in the integration of the four Ps of creativity and experience quality into a single model for predicting the future behaviour of creative tourists.https://thm.fthm.hr/images/issues/vol31no1/5_Yahaya_Ariffincreativityexperience qualitybehavioural intentions |
| spellingShingle | Mohd Fahmi YAHAYA Ahmad Azmi M. Ariffin Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience quality Tourism and Hospitality Management creativity experience quality behavioural intentions |
| title | Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience quality |
| title_full | Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience quality |
| title_fullStr | Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience quality |
| title_full_unstemmed | Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience quality |
| title_short | Four ps of creativity and behavioural intentions in creative tourism: The mediating role of experience quality |
| title_sort | four ps of creativity and behavioural intentions in creative tourism the mediating role of experience quality |
| topic | creativity experience quality behavioural intentions |
| url | https://thm.fthm.hr/images/issues/vol31no1/5_Yahaya_Ariffin |
| work_keys_str_mv | AT mohdfahmiyahaya fourpsofcreativityandbehaviouralintentionsincreativetourismthemediatingroleofexperiencequality AT ahmadazmimariffin fourpsofcreativityandbehaviouralintentionsincreativetourismthemediatingroleofexperiencequality |